Desigual reinvents its retail stores and develops a novel retail concept
Desigual and Cirque du Soleil Collaborate on a New Store Concept
Desigual, a Catalan fashion firm led by Manel Adell, is set to introduce a new store concept in partnership with Cirque du Soleil. This collaboration will debut in January and will first be available in Barcelona and Santa Monica, California, with more cities to be added next year.
The new store concept aims to provide customers with a unique shopping experience, offering a fully technological customer journey. Customers can now browse and select clothing in digital spaces within Desigual stores. Once attended to and advised, customers can opt for home delivery with no additional cost.
The collection inspired by Cirque du Soleil will be available worldwide in February, both in Desigual's physical stores and online. The collaboration will be launched in fifteen selected stores this week, with plans to expand to more locations rapidly.
In addition to this, Desigual has signed a five-year agreement with Cirque du Soleil to create a collection. Cirque du Soleil will set up a tent in its shows with a 200 square meter surface area for selling the Desigual collection. Personalized advice from Desigual's designers will also be available in these digital spaces.
Last year, Desigual recorded a turnover of 440 million euros, and the company aims to reach a turnover of up to 50 million euros in the next three years due to this collaboration. The new concept will also debut in Desigual's flagship store in Barcelona.
In 2022, besides Barcelona and Santa Monica, the pop-up store by Desigual in collaboration with Cirque du Soleil will also take place in Madrid and New York City. The Desigual collection inspired by Cirque du Soleil will also be launched on Desigual's online store.
This partnership marks an exciting new chapter for both Desigual and Cirque du Soleil, offering customers a fresh and innovative way to shop. Stay tuned for more updates on this collaboration!
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